Yup. Music is the product. Justin Vernon talks about Bon Iver and advertising. The music is the product, not just the business card to book advertising and sponsorship gigs which some would like to suggest – and here’s why…
We did a photo shoot for Bushmills. To be clear: They gave us a bunch of money and we were able to finish without borrowing. It was great for us, and everybody that worked at the company was great, and I love Bushmills and wanted to do the deal because my dad loved Bushmills — we bond over Irish whiskey.
But the problem is that it isn’t just Bushmills. It’s run by a corporation, and you kind of forget that they’re not interested in you or really what you’re doing. They’re interested in your popularity and your reach, and it felt really sickening after a while. Not badmouthing Bushmills the company, but I regret it.
I regret it because it wasn’t us and they put my face on a fucking billboard, even though it was a cool billboard and I was with my brother and my sound engineer and we’re buds and we got drunk while we had the photo shoot. I just missed it. I missed the mark on that one and I let it all kind of get to me. It just doesn’t feel right after the fact, you know?
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